JEFFERSON TOWNSHIP — Students and community members in Jefferson Township are raising awareness about school funding concerns through a new social media campaign known as the “Highlands Hold” challenge. The initiative highlights what organizers describe as the financial strain faced by school districts located in New Jersey’s Highlands region.
The campaign is built around a powerful visual message: one second represents 10,000 gallons of water supplied to New Jersey. Supporters are encouraged to hold a gallon jug of water while filming themselves and then challenge others to do the same, symbolizing the large amount of water resources that Highlands communities provide to the rest of the state each day.
Students involved in the campaign say the issue hits close to home because many school programs they value — including music, band, and other extracurricular activities — could be affected by ongoing funding challenges.
“I cannot imagine life in school without band and other extracurricular activities that I’ve had the opportunity to be a part of throughout my schooling,” one student said in a video supporting the initiative. “Music is a huge part of my life and identity. I love my town and school. We have an amazing community of families and teachers.”
Students also praised their teachers, noting that educators continue to support and inspire them even while facing uncertainty about school resources.
“Our teachers continue to show up every day and inspire us to learn and give it our all, despite their own jobs being on the line,” the student said.
Supporters of the campaign argue that while the Highlands region supplies drinking water to a large portion of the state, local school districts face unique challenges because environmental protections limit development and the tax base that typically funds schools.
Organizers say approximately 70 percent of New Jersey residents rely on water that originates in the Highlands region, yet communities within the region face what advocates describe as a “Highlands Trap,” where strict environmental protections restrict economic growth while the state school funding formula does not fully account for those limitations.
Through the #HighlandsHold challenge, students, parents, and community members hope to draw attention to the issue and encourage state leaders to revisit the funding formula.
Participants are encouraged to post videos online holding a gallon of water for as long as possible and challenge friends to do the same. Each second represents the water contribution Highlands communities make to the state.
The campaign has gained traction on social media through hashtags including #HighlandsHold, #Falcons4FairFunding, #HighlandsImpactAidNow, #SaveOurSchools, #SaveHighlandsBand, #SaveHighlandsMusic, and #SaveHighlandsPerformingArts.
Students and supporters say the effort is about ensuring future generations continue to have access to the same educational opportunities they have enjoyed.
“Thank you to all the people who are standing strong with us,” organizers said in the campaign message. “Let’s make our voices heard.”
